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Campaign ME
20-06-2025
- Business
- Campaign ME
Burson MENA takes Gold at 2025 Young Lions PR Competition
Burson MENA has taken home a Gold in the PR category at this year's Young Lions Competitions, held during the 2025 Cannes Lions International Festival of Creativity. The winning team — Raneem Saleh and Youssef Yammine — topped the category with The Silent B, a campaign responding to a brief by Bee:wild, which tasked entrants with encouraging city mayors to rewild urban spaces for pollinators. Held annually as part of the Cannes Lions School and sponsored by Adobe, the Young Lions Competitions provide a global platform for rising creative talent to tackle real-world briefs in a high-pressure format. This year's edition welcomed nearly 460 competitors from 67 markets, including returning teams from Venezuela, Uruguay and Ukraine. The 2025 edition also marked several firsts – with Turkey winning its first-ever Gold in the Marketers category and Guatemala taking its first Gold in Film. Here is the full list of winners and their assigned briefs across all seven categories: PR The brief was set by Bee:wild, which tasked entrants with creating an innovative PR strategy to encourage city mayors to transform their cities into pollinator hubs, reframing the concept of rewilding to spark competition and action. Gold: The Silent B – Burson, MENA Raneem Saleh, Account Director Youssef Yammine, Associate Creative Director Silver: Construction Worker Bees – Weber Shandwick, France Louis Govindin, Art Director Remi Vincent, Art Director Bronze: Build the Buzz – Hero and Outlaw, Czech Republic Adam Rektor Polánek, PR Consultant Jakub Wija, PR Consultant Marketers The Braille Institute set the brief for this category, asking teams to reposition the organisation and encourage individuals with low vision to seek help and support from their services. Gold: Lines of Resistance – Kenvue, Turkey Sedef Selcan Ozcan, Senior Assistant Brand Manager Selda Ozturk, Senior Brand Manager Silver: Signal For Sight – Google, Australia Jenny Kim, Associate Product Marketing Manager Keira Spencer, Brand Marketing Manager Bronze: The better you see it, the more you taste it. – Kraft Heinz, Spain Bruna Roca García, Brand Manager Nahomi Vargas, Brand Manager Film Ovarian Cancer Action briefed teams to create a powerful and uplifting 60-second film to mark World Ovarian Cancer Day (8 May 2026), aiming to raise awareness and prompt early detection. Gold: Victoria has a Secret – El Taier DDB, Guatemala Ana Paula Escobar Farrington, Creative Director Diego Leonel Apen Díaz, Art Director Silver: Two Centuries Too Long – TBWA/Hunt/Lascaris, South Africa Paula Andropoulus, Writer Khomotso Makoto, Art Director Bronze: From Underseen to Understood – BBDO, Portugal Beatriz Roque, Creative Art Director João Bronze, Creative Copywriter Media Ovarian Cancer Action also set the Media brief, challenging participants to develop a globally scalable media idea that would help bring ovarian cancer into mainstream public discourse. Gold: Hidden in Plain Sight – GroupM, Norway Angelika Marcinkeviciute, Programmatic Specialist Maja Skaug Wirum, Programmatic Specialist Silver: Below the Belt – Initiative, United States Dana Nathanson, Associate Director, Strategy Morgan McAlister, Director, Strategy Bronze: To Be Cracked – Cossette Media, Canada Samuel David-Durocher, Business Intelligence Analyst Tristan Bonnot-Parent, Product Development Supervisor Digital Bee:wild also provided the Digital brief, asking teams to design a digital-led campaign to make wild bees famous among Gen Z audiences through education and collective action. Gold: The Wildest Profile – Cheil Worldwide, South Korea Subin Oh, Art Director Sunmi Park, Copywriter Silver: Running Wild – Anorak NoA, Norway Jakob August Andresen, Creative / Copywriter Svein Werner Lyngmyr, Creative / Designer Bronze: AirBnBee – M+C Saatchi, Australia Amy Morrison, Copywriter Laura Murphy, Art Director Print For the Print category, Bee:wild asked creatives to develop a striking print ad that would encourage collective purpose and action in rewilding efforts, aimed at supporting the return of all bee species to healthy ecosystems. Gold: The World Needs More Time – Sancho BBDO, Colombia Carlos Arturo Orjuela Torres, Creative Director Nicolás Castro Barrios, Creative Senior Copywriter Silver: You Should Be Scared Too – GUT, Mexico Ana Sofía Valdez Blanco, Art Director Fátima Alejandra Quiroz Alderete, Art Director Bronze: Forbees – DDB Amsterdam, Netherlands Kiki Knoops, Junior Creative Yascha Puts, Junior Creative Design The Museum of Art and Photography (MAP) India provided this year's Design brief, asking participants to create a fresh brand identity for an exhibition that challenges the perception that comics are a Western, child-centric medium. Gold: In Frame – Rethink, Canada Jesse Shaw, Senior Motion Designer Zoë Boudreau, Associate Creative Director Silver: Expression Timeline – Holy Motors, Georgia Daniel Grigorian, Motion Designer Nino Kavelashvili, Designer Bronze: Keep Calm and Frame the Scroll – Redkroft, Poland Mariia Demianiuk, Brand & Motion Designer Marta Goździewicz, Brand Designer
Campaign ME
16-04-2025
- Business
- Campaign ME
PRCA MENA Young Lions PR Competition 2025 winners revealed
PRCA MENA has announced the winners of the PRCA MENA Young Lions PR Competition 2025: Raneem Saleeh and Youssef Yammine from Burson, for their campaign titled Believe in your 2.5%. The winning team emerged victorious after an intense final round held on 15 April, where six shortlisted teams presented their ideas to an esteemed jury of industry leaders from across MENA. Their campaign stood out for its creative approach, strategic thinking, and alignment with this year's humanitarian theme. This year's jury panel included Ahmad Itani, Chair of PRCA Mena Advisory Board and Founder & CEO, Cicero & Bernay Communication Consultancy, Laureline Schwarz, Head of Global Corporate Communication, PR, Public Relations, Al-Futtaim Automotive, Louise Jacobson, Managing Partner, Brazen MENA, Raefah Makki, Head of Individual Giving & Campaigns, UNHCR, and Sophie Simpson, Managing Director & Founder, Ruder Finn Atteline. 'It was a hard call for the judges; every campaign was meaningful and the ideas presented were bold, considered and deeply rooted in purpose. Congratulations to Raneem Saleeh and Youssef Yammine from Burson for their extraordinary work— we look forward to them joining us at Cannes,' said Conrad Egbert, Head of PRCA MENA. The brief was developed in collaboration with UNHCR, the UN Refugee Agency and called on participants to develop an impactful campaign to raise awareness and drive advocacy for displaced communities across the region. 'This year's partnership with PRCA Mena has been a meaningful step toward using the power of communication to spotlight the voices and needs of displaced people. 'Believe in your 2.5%' captured that mission beautifully, and we look forward to seeing its impact,' said UNHCR's Makki The two winners of the PRCA MENA Young Lions PR Competition 2025 will go on to represent the region at the Cannes Lions International Festival of Creativity in France this June. A total of 46 young professionals from 12 leading agencies across the region competed in the 2025 edition, including: Action Global Communications, BPG Group, Burson, Cosmopole Consultancy, Current Global MENAT, Gambit Communications, Houbara Communications, Memac Ogilvy, Saatchi & Saatchi Qatar, Seven Media, The Romans and Weber Shandwick MENAT.
Zawya
16-04-2025
- Business
- Zawya
PRCA Mena announces winners of Young Lions PR Competition 2025
RELATED TOPICS MEDIA RELATED COMPANIES Buccini/Pollin G Ruder Finn Seven Media Corp Weber Shandwick UNHCR Memac Ogilvy Dubai, UAE – PRCA Mena – the regional arm of the world's largest professional PR association – is delighted to announce the winners of the PRCA Mena Young Lions PR Competition 2025: Raneem Saleeh and Youssef Yammine from Burson, for their campaign titled 'Believe in your 2.5%'. The winning team emerged victorious after an intense final round held on 15 April, where six shortlisted teams presented their ideas to an esteemed jury of industry leaders from across Mena. Their campaign stood out for its creative approach, strategic thinking, and alignment with this year's humanitarian theme. This year's jury panel included: Ahmad Itani, Chair of PRCA Mena Advisory Board and Founder & CEO, Cicero & Bernay Communication Consultancy Laureline Schwarz, Head of Global Corporate Communication, PR, Public Relations, Al-Futtaim Automotive Louise Jacobson, Managing Partner, Brazen MENA Raefah Makki, Head of Individual Giving & Campaigns, UNHCR Sophie Simpson, Managing Director & Founder, Ruder Finn Atteline The brief was developed in collaboration with UNHCR, the UN Refugee Agency and called on participants to develop an impactful campaign to raise awareness and drive advocacy for displaced communities across the region. The winning duo will go on to represent Mena at the Cannes Lions International Festival of Creativity in France this June. Conrad Egbert, Head of PRCA Mena, said: 'It was a hard call for the judges; every campaign was meaningful and the ideas presented were bold, considered and deeply rooted in purpose. Congratulations to Raneem Saleeh and Youssef Yammine from Burson for their extraordinary work— we look forward to them joining us at Cannes.' Raefah Makki, Head of Individual Giving & Campaigns, UNHCR added: 'This year's partnership with PRCA Mena has been a meaningful step toward using the power of communication to spotlight the voices and needs of displaced people. 'Believe in your 2.5%' captured that mission beautifully, and we look forward to seeing its impact.' A total of 46 young professionals from 12 leading agencies across the region competed in the 2025 edition, including: Action Global Communications, BPG Group, Burson, Cosmopole Consultancy, Current Global MENAT, Gambit Communications, Houbara Communications, Memac Ogilvy, Saatchi & Saatchi Qatar, Seven Media, The Romans and Weber Shandwick MENAT. About PRCA Mena PRCA Mena is the regional arm of the largest public relations and communications association (PRCA) in the world. It was established in 2016 with the aim of raising standards in PR and communications. Representing more than 35,000 PR professionals in 82 countries worldwide, the PR authority is a global advocate for excellence in public relations. The PRCA's teams across Europe, the Middle East and Asia-Pacific work with industry professionals around the world to co-ordinate operations across six continents. For more information visit: Press Contact: PRCA Mena Falah Faisal Jafrani Email:
